Tourism SMEs across South Africa are gearing up for what is expected to be one of the busiest festive seasons in recent years, with operators in Limpopo, Gauteng, and the Free State reporting strong demand, early bookings, and extensive preparations despite ongoing challenges around infrastructure, staffing, and rising operating costs.
In the Free State, Shepherd Tourism Tours CEO Mfundo Ngcangca said his company has been preparing for months to ensure it captures the opportunities of the season while showcasing lesser-known destinations.
“We planned ahead. The last thing we want is to visit areas that are not visited and not raise strong awareness about the hidden treasures we discover,” he said. “Managers and owners are not the only ones who get stressed during the festive season; everyone in the tourism value chain feels the pressure.”
Ngcangca said SMEs continue to battle logistical hurdles, regulatory demands, and the need to manage rising costs while maintaining customer satisfaction.
“Managing a tour operation comes with its fair share of challenges, but with the right tools and strategies, it is doable,” he said. “Best practices help us maintain flexibility, involve all stakeholders, and communicate strategy clearly across the organisation.”
He added that exceptional service is essential for small operators aiming to secure repeat customers.
“It is vital to invest in customer service because that is what drives repeat business and word-of-mouth referrals,” he said.
In Limpopo, Tzaneen Country Lodge owner and Greater Tzaneen Tourism Association chairperson Adri Kruger said the province’s SMEs begin planning well in advance, with many establishments already nearing full capacity.
“This is traditionally one of our busiest periods, and we expect extremely high occupancy. Some dates are already almost fully booked,” she said.
Preparations include refreshing facilities, strengthening guest experiences, and coordinating with tour operators and local attractions to ensure seamless service.
However, Kruger noted that small businesses face several pressure points as demand rises, citing capacity constraints, staffing shortages in specialised areas, rising utilities and supply costs, and infrastructure limitations such as load-shedding, water supply issues, and increased road congestion.
“Despite these challenges, we do our best to plan, train, and create contingency measures to maintain consistent service,” she said.
Kruger added that targeted support from government and municipalities would help SMEs better navigate the festive rush.
“More reliable infrastructure, municipal-level support for tourism hotspots, skills development programmes, and stronger marketing partnerships would make a meaningful difference. Tourism contributes significantly to local economies, and with the right support, SMEs can continue creating jobs and elevating service standards,” she said.
Independent provincial tourist guide Gedion Mokwena, also based in Limpopo, said guides are boosting fleet availability, refreshing vehicles, upgrading service training, and partnering with trusted establishments to deliver authentic experiences.
He said marketing has intensified through social media, email campaigns, and traditional promotions. However, Mokwena warned about growing fraud in the sector.
“Fake listings and impersonations threaten genuine operators’ reputations and earnings,” he said, adding that staffing, infrastructure gaps, and rising expenses also pose challenges.
He believes greater regulatory oversight and public awareness are essential. “Educating tourists about authentic operators and scams is crucial. With the right support, I can continue contributing to Limpopo’s tourism growth.”
In Gauteng, the provincial tourism authority is investing heavily in supporting emerging operators as they prepare for increased demand.
Barba Gaoganediwe, Chief Marketing Officer of Gauteng Tourism, said the province has been running quality-assurance and business-capacitation programmes targeted at township tourism businesses to align them with the broader Destination Gauteng vision.
“We pride ourselves on being a destination that can deliver quality services and events by leveraging existing infrastructure such as transport, accommodation, and world-class shopping malls,” he told Vutivi Business News.
However, he warned that SMEs will face strained consumer spending as households grapple with high debt, unemployment, and rising living costs.
“Responsible practices, compliance, and quality assurance remain challenges, and diminishing disposable income will strongly affect spending on tourism-related activities,” he said.
To strengthen operators for the season and beyond, Gauteng Tourism is rolling out a range of interventions between December and February 2026. These include business development training for professional conference organisers and tour operators, product development programmes in partnership with the Department of Small Business Development, and support for crafters through enterprise development initiatives.
The GaRankuwa Hotel School on Wheels will also continue providing township youth with hospitality training, including food hygiene and customer service skills, aimed at improving their employability. Market-access opportunities have additionally been created for small businesses at festive events such as the Makhelwane Festival and Joburg Comes Alive.
As demand surges and travellers prepare to explore the country, small tourism businesses are balancing optimism with caution, hoping that strong preparation, improved service standards, and targeted support will help them translate festive-season activity into long-term growth.
nosihle@vutivibusiness.co.za
